Marketing Against The Grain The Brand NEW AI Marketing Strategy for 2025
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Sep 16, 2025 
In this discussion, Aja Frost, Sr. Director of Global Growth at HubSpot, shares insights on how AI is transforming marketing. She highlights the decline in click-through rates and introduces 'loop marketing' as a game-changing strategy for the future. Aja explains how AI can enhance creativity and personalization in marketing campaigns, especially in email strategies. The conversation also emphasizes adapting content to meet AI-driven demands and the necessity for marketers to take immediate action and continuously learn in an ever-evolving landscape.
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Search Traffic Is Being Captured By AI
- 58.5% of Google searches now end without a click, drastically reducing predictable search traffic.
- AI is intercepting traffic and causing double-digit declines and rising acquisition costs.
Replace Funnels With A Loop
- Inbound's old linear funnel no longer matches modern customer journeys or complex business models.
- Loop marketing replaces the line with an adaptive, cyclical framework better suited for AI-era complexity.
Define Your Brand Voice First
- Distill and codify your unique brand voice before using AI to scale it.
- Use audience data to test how that voice will resonate before broad distribution.